Toyota introduced Prius's to the US market in 2000 initially targeting the early adopters of technology and latest gizmos. The €15m advertising campaign focussed narrowly on this market and successfully achieved its target. The initial buyer were the 'techies' and those who were interested in the newest product. Toyota introduced a roomier 'mid-size' Prius in 2004 seeing American's demand for larger vehicles. The price remained unchanged because of efficiencies achieved in the production process. Toyota's advertising highlighted the size and power, along with the environmental benefits, convincing the early majority that it was a performance car and environmentally friendly at the same time.
World's population and economies has seen many changes over the years. Toyota monitored these changes and observed the market demand for valued high technology, affordable price, clean operation, comfort, quality, convenient design, and safety. Prius's tag lines 'When it sees red...it charges' evoked curiosity and interest among consumers. It emotionally appealed consumers who were driven to study the relation of the ad campaigns to the technicalities of Prius.